Anne Huston Brand Strategy Digital Aim: What is HubSpot - - PowerPoint PPT Presentation

Anne Huston

• Brand
• Strategy
• Digital

Aim: What is HubSpot & how do I use it?

Getting new leads in: Forms Nurturing leads: Email Reporting & Dashboards

A G E N D A

Getting new leads in : Landing Page Intro to HubSpot & Naming Policy Building a List & Segmenting

• 1. Breaks
• 2. Lunch
• 3. Resources
• 4. Portal access

Housekeeping

What is HubSpot and Inbound?

Inbound is all about providing a helpful, human, and holistic experience to anyone who interacts with your business in any way.

Inbound

360 View of your leads

Who are they on social media? What emails have they opened? When are they on the site? What is their lead score? How engaged are they? What have they converted on? What pages have they viewed? Who is visiting

• ur site?

Naming Convention

[audience type]-[channel]-[yyyymmdd]-[listtitle]-[initials of list owner]-[country code] Please see next slide for examples

Naming Convention

Audience types: corporate educationalagent educationalinstitution examcentre-authorised government internal Learner-examsandtests Learner-teachingquals ministry

• ther

parent preparationcentre teacher (Note these match the audience type – Front End property in HubSpot and the ‘Account type’ in Dynamics CRM) Channel: news social hostedevent (for events that we host

• urselves)

attendedevent (for events we attend elsewhere) form webinar campaign invitation competition Date: Use full date in the format yyyymmdd if:

• event
• webinar

Use just month and year for everything else yyyymm Title: Use to add clarity

• ver

source of data. e.g. title of event, name of webinar or campaign title Initials of list owner (person to speak to if there is a problem with the list): Please use standard first-name last-name initials 2 characters (3 characters for double- barrelled surnames). Country code: Please use the following country codes for your lists. The codes should be used to refer to the country site/owner team. Australia au Austria at Brazil br China cn France fr Germany de Greece gr Thailand th Indonesia id Italy it Korea kr Latin America latinamerica Malaysia my Poland pl Russia ru Spain es Turkey tr Vietnam vn Czech Republic cz India in Japan jp Netherlands nl Portugal pt Romania ro Serbia rs Taiwan tw United Arab Emirates uae United Kingdom uk

Please use all lowercase when naming items in HubSpot regardless of type.

Tip: the naming policy will later help you create lists with queries such as ‘include all records where audience type includes teacher’ or source is ‘webinar-20200319-marketingweek’.

For data cleanliness, going forward only Super Admins will be able to create new Properties.

Data

Campaigns

Today, we’ll focus on a schools campaign. W e will build a list, a form, a landing page and an email for this campaign.

Inbound Campaign

The Anatomy of an Inbound Campaign

Who? What? How? Why?

Identify Audience Specify the Pain Point Develop a Content offer Set a SMART goal

Finding your ‘who’:

Lists & Segmentation

Reasons to Segment Database

Contact Database

SEND TARGETED EMAILS USE SMART CONTENT IDENTIFY QUALIFIED LEADS UNDERSTAND PERSONA BREAKDOWN WRITE TARGETED CONTENT

HOW TO SEGMENT

CONTACT DATABASE

BEHAVIOURAL DEMOGRAPHIC

LISTS

CONTACT DATABASE

DETERMINE IF YOUR LIST IS SMART OR STATIC IDENTIFY WHO YOU WANT TO BE IN THIS LIST & WHY? NAME YOUR LIST USING A DESCRIPTIVE NAME SELECT YOUR SMART LIST FILTERS

Tool Training

Getting new leads in:

Building a Form

A conversion path is comprised of a call-to-action, landing page, thank you page and follow up email, all built around a relevant content offer

Conversion Path

VISITORS STRANGERS LEADS CUSTOMERS PROMOTERS

Conversion Path

Form

A form is the method of data generation that usually sits on a landing page or pop up. Typically a form is where the ‘transaction’ of data takes place.

Forms Best Practices

AMOUNT OF QUESTIONS DEPENDS ON CONTENT ACTION-ORIENTED FORM SUBMIT BUTTON SEND NOTIFICATION EMAILS DEPENDS ON BUYER’S STAGE REMEMBER TO CHANGE THE EMAIL SUBSCRIPTION TYPE ASSOCIATED WITH FORM SEND AUTO-RESPONDER EMAILS

Forms Questions as standard

• First Name
• Last Name
• Email
• Country
• Source (hidden field)
• Audience type – Front End (hidden or self select)
• CEB2B or CEB2C (hidden field)
• Human (hidden field)

Tool Training

Landing Page

A landing page is a web page that allows you to capture a visitor's information through a lead form.

Conversion Path

Landing Page Best Practices

NO NAVIGATION INCLUDE IMAGES/VIDEO MOST IMPORTANT INFO ABOVE FOLD REASONABLE FORM LENGTH MAKE IT SKIM-ABLE

Let’s build a landing page

Nurturing Our Leads:

Creating an email

Emails should add value, not ask for it.

Email

Email Best Practices

1 2 3

Define a clear goal for your email Segment your recipients Personalise where appropriate

4

Focus on engagement

5

Test & Analyse

Let’s build an email

Reporting

Reporting

Without a clear picture of what you’re trying to report

• n, it can be difficult to know

where to start creating a report.

You can currently create three key types

• f custom reports in HubSpot:
• 1. Reports on or across data sets
• 2. Pipeline or funnel reports
• 3. Attribution reports

Reporting

Reporting

Use a custom report to analyze records from a specific source, persona, record

• wner, or custom properties you've

created.

Reporting

Without a clear picture of what you’re trying to report

• n, it can be difficult to know

where to start creating a report.

Any questions?

For general HubSpot enquiries, please try to resolve any queries by either using the resources

• n the HubSpot Academy or by asking the

Hubspot Helpdesk by clicking on the button appears in the bottom right corner of HubSpot once you have logged in. If you need specific advice with regards to set up of a specfic campaign, please raise a Zendesk ticket and choose ‘HubSpot Support’ from the dropdown

Thank you